BAME representation improving in ads

UK – Black, Asian and Minority Ethnic (BAME) groups have seen representation in ads double from 12% to 25% since 2015 according to Lloyds Banking Group’s Ethnicity in Advertising report.

However, less than one in 10 ( 7%) of adverts put people from BAME groups as the sole, or main, protagonist.

The report findings came from a semiotic audit of the representation and portrayal of ethnicity in advertising of the top 50 advertising spenders in 2017, a survey of 2000 people to understand whether representation and portrayal has improved and focus groups with ethnic minority groups to review examples of industry advertising.

The research found that people from ethnic minorities are still more likely to feel underrepresented in advertising than white people. One third of Black people feel they are underrepresented and over a quarter of Asian ( 28%) and multi-racial people ( 29%) feel their ethnic groups are not sufficiently represented in advertising campaigns.

The report demonstrates the complexity of identity with some ethnic groups having stronger views about identity than others. While nearly eight in 10 of Black people strongly identify with being described as a Black ethnic group, just over half ( 53%) of Asian people felt a similar strong identity with their ethnicity.

Richard Warren, director, marketing communications at Lloyds Banking Group, said: “The rise in representation of the BAME community within advertising demonstrates that advertisers are making significant strides in better reflecting modern Britain. However, there is still work to do in the industry. Brands must continue to develop their communications to authentically represent the diversity of the UK.”